The event marketing industry is undergoing it’s own brand evolution. We are now increasingly one industry with face-to-face and digital experiences converging into on event marketing experience.

Branding is the sum of all points of contact your audience has with your event. It’s the wait, or lack of a wait in the registration line. It’s the eye contact from that same team member when your attendee gets to the front of that line, and the graphic identity on your website.

Brand identities that evolve over time are inevitable and healthy. If too much change happens too frequently those same identities lose momentum. Change is good, to a point.

Every event should have one element that if replicated, is perceived as replicated and is viewed as a compliment for doing so. There are many things that shape your event brand. Here are just thee examples:

Create a dialogue. Ideally interactions should happen before, during and after the event. While social media like Facebook, Twitter and YouTube have expanded connection points, many events struggle with how to ensure high quality content in these interactions. Also be sure to check out the event technologies that allow exhibitors to make appointments with attendees prior a trade show or encourage attendees ask speakers questions after an event. Your event’s ability to provide several points of contact contributes to an event’s brand equity.

Develop consistency and progression of the brand identity. An event brand is more than just a logo and tagline. Be sure your graphic identity conveys the right tone for your current and future audience. Consider the legendary Olympic rings—the five colored interlocking rings never change color or position, but the typeface and the host city icon or mascot to ensure the event is always relevant and reflects the tone of the times. And the event brand is stronger than ever.

Consider a Signature Element. One of the main reasons for attending an event is the networking opportunities. For some events that comes in the format a special keynote from a world leader not directly connected to the industry or thought leader from the within the industry. For others, it’s a social reception, offsite concert or volunteer activity in the host city. A key trend to watch is the less classroom style education and more networking style information sharing like the PCMA Learning Labs. In this setting, sponsors and thought leaders present TED-style shorter bits of top level information and encourage interaction.

Scarcity of supply in experiencing an event, real or perceived, is a brand attribute that can be very powerful.

- Tony Lorenz Founder of bXb. He was joined by Freeman EVP and Immersa Marketing CEO Bob Priest-Heck at PCMA’s Convening Leaders for an educational session titled “Brand Your Meeting: Advantages of Face to Face and Hybrid Marketing. ” Last week, Freeman announced that Priest-Heck will become the new Chief Sales Officer effective in June.